10%

What 10% does

10% (DIX POUR CENT SASU) is a Paris-based fintech-retail startup founded in October 2024 that operates a consumer mobile cashback application and a B2B brand intelligence platform targeted at the French FMCG market. On the consumer side, French shoppers earn 10% cashback on everyday grocery purchases from participating brands by either scanning paper receipts (via OCR/computer vision) or connecting retailer loyalty cards across seven of France's largest grocery chains: Leclerc, Carrefour, Auchan, Intermarché, Lidl, Courses U, and Monoprix. The company reports 450,000+ users, 30,000+ daily tickets, €700K+ in cashback distributed, and €450M+ in transaction data aggregated across 18 months of operation.

The B2B stack is anchored by the "10% Business" brand partner portal for campaign design and activation, the "BOB" AI analytics platform (a natural-language agent over the proprietary transaction dataset), and the "Le Lab" content hub publishing consumer purchase insights. The underlying technology stack combines Mindee for receipt OCR, AWS for cloud infrastructure, Brevo for email, Expo/React Native for the mobile client, and Revolut for payment processing. The platform's 26+ brand partners include Danone (across Activia, Danette, Alpro, HiPRO, Gallia, and Blédina), Colgate-Palmolive, Heineken, M&Ms, Fleury Michon, Bonduelle, Cassegrain, and President.

The business model is a brand-funded cashback marketplace: consumers use the app for free and brands pay for performance-based cashback campaigns, data and analytics access via BOB, and brand activation fees. The company monetizes by retaining a percentage of cashback spend and through B2B analytics subscriptions, with the first-party cross-retailer transaction dataset being the primary value proposition to FMCG marketing and insights teams. Founded by Clémence Luc (CEO, ex-Jow) and Max Lemasquerier (CTO), 10% closed a €2.4M seed round in September 2025 led by Speedinvest with True Capital, Fund F, Kima Ventures, Techmind, and business angels.

Name

10%

Legal name

DIX POUR CENT

Website

https://10pourcent.fr

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

10% is a Paris-based startup operating a consumer cashback mobile app for French grocery shoppers and a B2B data analytics platform for FMCG brands, leveraging OCR receipt scanning, retailer loyalty integrations, and an AI-powered analytics agent across seven major French retailers.

Ownership category

akta.pro rank

Product category

FMCG Loyalty & Retail Media Platform

NAICS

Convenience Retailers (445131), Direct Mail Advertising (54186)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industry

Cross-Border B2B2C Payouts (Mass Payouts, Gig/Creator, Marketplace) (FSAGAKAC)

Keywords

• Cashback mobile app
• FMCG loyalty platform
• Retail media solutions
• First-party data analytics
• Receipt scanning technology

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Brand-sponsored cashback campaigns: FMCG brands pay 10% cashback to consumers on their products. Brands finance the cashback to acquire and retain customers. Revenue comes from brand investment in loyalty campaigns, measured by transaction volume through the platform.
2. Retail media and data analytics: Brands access the BOB platform for campaign performance analytics, shopper insights, and first-party data. Performance-based pricing where brands pay for measurable outcomes.
3. Challenge and activation fees: Brands run gamified challenges (extra cashback for specific purchases, referral bonuses) that drive engagement. Additional brand activations with exclusivity in product categories.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

10% operates a consumer-facing mobile cashback application that refunds 10% on grocery purchases from partner brands, combined with a B2B brand intelligence platform (BOB) that provides FMCG brands with cross-retailer first-party transaction data, campaign analytics, and AI-powered shopper insights. The platform processes over 30,000 receipts daily and serves 26+ brand partners including Danone, Colgate-Palmolive, and Fleury Michon.

Product overview

10% is a French fintech-retail company operating a consumer-facing mobile cashback app and a B2B brand intelligence platform. The consumer app ('10%') lets users earn 10% cashback on everyday grocery purchases from partner brands by scanning receipts or connecting retailer loyalty cards, with cash-outs to bank accounts from €9. The B2B platform consists of the '10% Business' brand partner portal, the 'BOB' AI-powered data analytics platform for FMCG brands, and 'Le Lab,' a research content hub. The consumer app also integrates with major French retailers (Leclerc, Carrefour, Auchan, Intermarché, Courses U, Monoprix, LIDL) via loyalty card synchronization, and offers brand loyalty clubs, challenges, and a referral program as core engagement mechanisms.

Differentiator

Problem solved

Functional benefit

Products and services

• 10% Consumer Mobile App A free mobile cashback application for French consumers that refunds 10% on everyday purchases from partner brand products. Users scan receipts or sync retailer loyalty cards, accumulate cashback in a digital wallet (cagnotte), and cash out via bank transfer from €9. Available on iOS and Android, accepted across all French retailers including supermarkets, drives, pharmacies, and e-commerce.
• 10% Business Portal A B2B brand partner portal for FMCG brands to manage their presence on the 10% consumer app, including campaign activation, brand corner customization, loyalty club management, performance dashboards, and access to BOB analytics. Supports 26+ brand partners including Danone, Colgate, Fleury Michon, and Bonduelle.
• BOB Brand Intelligence Platform An AI-powered analytics platform for FMCG brand partners providing real-time campaign dashboards (revenue generated, units sold, incremental value), natural language data querying via a conversational AI agent, cross-retailer purchase data, market share tracking, and shopper behavior insights. Built on data from 450,000+ users and €450M+ in observed transactions. Hosted in Frankfurt, GDPR-compliant.

Quantifiable outcome

• 450,000+ users in under 2 years since October 2024 founding
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability9 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• MindeecoreTechnology or IntegrationDocument OCR and data extraction technology used for receipt scanning and product detection.
• Amazon Web ServicescoreTechnology or IntegrationCloud infrastructure provider for platform hosting. Data hosted in European data centers.
• Retailer loyalty programs (Leclerc, Carrefour, Auchan, Intermarché, Lidl, Courses U, Monoprix)coreTechnology or IntegrationIntegration with retailer loyalty accounts allows automatic ticket retrieval without manual scanning.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Joko: French consumer cashback and loyalty app founded 2018, enabling users to earn cashback on everyday purchases and providing brands with shopper insights. Direct competitor targeting the same French consumer-FMCG brand two-sided market as 10%.
• TopCashback: UK-based cashback platform paying consumers cashback on online and in-store purchases funded by brand and retailer partnerships. Comparable two-sided cashback marketplace model with B2B brand monetization, serving a different geography.
• Caddle: Canadian cashback and receipt-scanning app rewarding consumers for sharing purchase data, with brands paying for shopper insights. Similar receipt-verification + cashback + first-party data value proposition to brands.
• Shopmium: French digital couponing and cashback app owned by HighCo, allowing consumers to receive cashback on FMCG products in exchange for proof of purchase. Closely comparable offering with brand-funded consumer rewards and receipt verification.
• iGraal: French cashback platform founded 2006, paying consumers cashback on online and in-store purchases through brand partnerships. Most direct competitor to 10% in the French market, with similar brand-funded cashback mechanics and B2B data offerings.

Broad incumbents

• Coupon Network / Quotient Technology: Established digital coupon and cashback infrastructure provider (now part of Neptune Retail Solutions) serving CPG brands and retailers with digital promotions at scale. A much larger incumbent in the same brand-funded digital coupon space.
• Catalina Marketing: Large US-based retail media and personalized digital media company offering shopper intelligence, targeted promotions, and loyalty solutions to CPG brands and retailers. Adjacent incumbent offering similar first-party shopper data infrastructure to FMCG clients.
• NielsenIQ / Circana: Global leader in FMCG market measurement and shopper insights, providing panel-based and transactional data analytics to consumer goods brands. 10% positions its BOB platform as a more granular, transaction-level alternative to Nielsen's panel-based measurement.
• HighCo: French marketing services group operating digital couponing, trade marketing, and shopper activation businesses including Shopmium. A larger, established player in French FMCG digital promotions with comparable brand-funded consumer reward mechanics.

Emerging players

• ReceiptHero: Finnish receipt data platform aggregating purchase data from multiple retailers to enable shopper insights and loyalty programs for brands. Comparable receipt-scanning technology and cross-retailer data aggregation approach, focused on the Nordics rather than France.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 10%